Heineken USA has hired Adrenalina as its Hispanic advertising agency of record for its Mexican beer brands Tecate and the new Tecate Light. The assignment takes effect immediately.

The agency is charged with developing creative to support the brands and working closely with Tecate’s other agencies to support integrated marketing platforms, including soccer and boxing.

"Throughout the extensive review process, we looked for a dynamic team that delivered a different perspective through breakthrough ideas with stopping power and a clear understanding of the brand's essence," said Ken Kunze, chief marketing officer for Heineken USA, in a statement.

The review process began in May by invitation only. It was managed by consulting firm, Pile and Co.

Tecate is the largest volume Mexican brand in the Heineken USA portfolio, and with double digit growth (14.5%) in 2006, became the No. 4 import brand in the U.S., the companies said.

Adrenalina is a newly formed advertising agency and the only Hispanic member of the MDC Partners network. Its services include advertising, retail and event marketing, consumer promotions and digital.

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